The retirement of Visit Boerne Director Larry Woods concludes a 50-year hospitality and tourism career that has significantly influenced destination marketing across Texas, particularly through his transformation of a small organization into an industry model and his extensive mentorship of emerging tourism leaders.
Woods announced his retirement after 17 years leading Visit Boerne, where he built the organization into a benchmark for small- and mid-sized destination marketing organizations. Under his leadership, Boerne achieved a milestone by surpassing $1 million in annual Hotel Occupancy Tax collections for the first time in its history. Even during the COVID-19 pandemic's unprecedented challenges, Visit Boerne remained fully operational, and the city's hotel sector demonstrated notable resilience under his guidance.
His influence extended well beyond local success, earning statewide recognition for his contributions to Texas tourism. In 2025, Destinations Texas (formerly TACVB) honored Woods with the prestigious Marion Szurek Leadership Award, acknowledging his exceptional leadership, ethical standards, and dedication to advancing the tourism industry statewide. He previously received the Texas Travel Alliance Lifetime Achievement Award in 2021 and was recognized by State Representative Kyle Biedermann in 2018 for 50 years of commitment to hospitality and tourism.
As a former Chairman of the TACVB Board of Directors, now Destinations Texas, Woods has been a strong advocate for professional development, strategic planning, and legislative awareness within the tourism industry. He consistently championed education and collaboration as foundational elements for sustainable destination growth.
Woods' commitment to mentorship represents one of his most significant contributions to the industry. Over recent years, he personally mentored leaders from more than 17 Texas cities, conducting hands-on training sessions focused on strategic planning, fair market share analysis, marketing implementation, budget development, Hotel Occupancy Tax processes, analytics acquisition, and effective presentations to city leadership. His open sharing of knowledge has established him as a trusted advisor and generous industry partner, particularly valuable to small and emerging destination marketing organizations.
"It has been the honor of my life to serve the tourism industry and to work alongside so many dedicated professionals across Texas," Woods stated. "The future of our industry is bright because of the collaboration, innovation, and resilience I see in destination leaders every day."
Throughout his tenure, Woods maintained a commitment to elevating industry standards, embracing data-driven strategy, and empowering the next generation of tourism professionals. His leadership philosophy—grounded in integrity, mentorship, and forward-thinking strategy—has left a lasting impact on both Visit Boerne and the broader Texas tourism community, establishing a legacy that will influence destination marketing approaches for years to come.
